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Louis Bogdan is 21. He was going to study computer science and become a developer, but fell in love with Google Ads instead.

Six months ago he had barely any clients. Today he and his co-founder Niku run Affirmed with more than 40 e-commerce clients, and their third team member is an AI agent called Alfie — which has its own Gmail, its own identity, and a spot on the team page of their website.

I sat down with Louis to go through how he built it, what his day actually looks like, what he still does by hand, and where AI let him down before he fixed it.

He also has the sharpest take on "AI first" I've heard: on its own, it means nothing. It's always AI-first something. You have to be the expert first, because AI can only be as good as you are.

What we get into:

✅ Why "AI first" is meaningless without an expertise attached to it

✅ The autopilot analogy: why the plane still needs a pilot with hours in the seat

✅ The diagnostic algorithm he built that checks every client account, every day, and tells him what's wrong

✅ 60% of his day automated today, 80% once the last skills land — and why all of that time goes into client acquisition

✅ Giving an agent read and write access, its own service account, and its own email

✅ Why he lowered his prices instead of raising them, and how the retainer works now

✅ The honest answer to "will AI improve my client results?" (it's not what most people want to hear)

✅ Where AI actually broke for him, and the one thing that fixed it

✅ Why he deleted LinkedIn off his phone

✅ His full client acquisition method, start to finish

Timestamps:

00:00 Intro: who Louis is and what he's built

01:55 From wanting to be a developer to falling into Google Ads

03:25 50+ courses, and what finally made it click

04:35 The post in The PPC Hub that found him a co-founder

05:40 What he was looking for in a partner

07:55 "AI first" on its own means nothing — AI first what?

09:00 Why you don't need to become an AI expert

10:45 The autopilot analogy: the plane still needs a pilot

11:35 How agents reshaped the work

12:35 The diagnostic algorithm that runs across every account daily

13:35 A full day a month on reports nobody read

14:40 60% of his day saved, and where that time goes

16:10 What he still does vs what the agents do

17:10 An average day, start to finish

21:00 Does he still open the Google Ads interface?

22:05 Read and write access, and giving the agent a service account

23:05 Meet Alfie, the agent that's on the team page

23:45 Which client communication is automated, and which isn't

25:10 Q from the chat: does the system improve client performance?

28:15 Pricing: £1,000 a month, no contracts, and why they went lower

31:00 CRO and landing pages: what they consult on instead of sell

33:00 Do you need to be technical? He is, and says you don't

35:50 Where AI went wrong for him, and what fixed it

38:45 Why a chat window isn't enough for this work

40:45 His advice if you're where he was 6–12 months ago

43:50 Where to find Louis

45:55 His client acquisition method, leaked

49:00 Wrap

Find Louis on LinkedIn, or in The PPC Hub — he's in there daily, and he still helps people with conversion tracking for free.

Affirmed: https://affirmed.co

Louis on LinkedIn: https://www.linkedin.com/in/imlouisbogdan/

The PPC Hub: https://www.ppcmastery.com/hub